This simply means that every piece of content you produce should be designed to help you achieve one or more of your marketing goals. As such, your blog articles, social media posts, videos, ads, and so on—all of them are part of a grand content marketing strategy that ultimately drives people to your business.
Thus, instead of aiming to produce content only for the sake of keeping your blog active, your goal should be more concerned about engaging your audience. Think of the kind of content that consumers would like to see on your blog, and then optimize it using the best practices in content marketing.
One of your marketing goals is likely to get consistent high rankings on Google search. To achieve this, you need to understand what search engines are looking for to classify your content as worthy of being shown on top of the search engine results pages. It will probably include the number of websites that are linking to your content.
That said, you’ll want to strengthen your link building strategy by producing unique, information-packed content that stands out in your niche. Learn more about what types of goal-oriented content suit your marketing goals in this infographic from Spiralytics.